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Mobile Advertising Revisited (Part 2)

DateMay, 2007
Pages31
Price / format$990 / Online Download

$990 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 This report presents the results of a survey of active mobile users in the U.S. and the UK which was conducted in April 2007 specifically to understand the relative acceptability of 10 different types of mobile advertising, and a number of related issues. The survey revealed dramatic differences between the various types of mobile advertising.

Key Topics:
  • 10 Types of Mobile Ad Analysed
  • Opt-in vs. Opt-out
  • Success Criteria: Figure of Merit
  • Overall Receptiveness to Mobile Ads
  • In-depth Analysis
  • Respondent Profile & Methodology
Please Note: This report is sold as GSL


Table of contents:
EXECUTIVE SUMMARY
INTRODUCTION
BACKGROUND
METHODOLOGY
SCENARIO DESCRIPTIONS
IDLE SCREEN: DISPLAY ADS (SITUATION 1, Q2)
Context
Scenario Description
TEXT MESSAGES: EMBEDDED TEXT ADS (SITUATION 2, Q3)
Context
Scenario Description
TEXT MESSAGES: EMBEDDED VIDEO CLIPS (SITUATION 3, Q4)
Context
Scenario Description
AD-FUNDED CONTENT: MUSIC SERVICE (SITUATION 4, Q5)
Context
Scenario Description
AD-FUNDED CONTENT: TV PROGRAMMING (SITUATION 5, Q6)
Context
Scenario Description
AD-FUNDED CONTENT: GAME (SITUATION 6, Q7)
Context
Scenario Description
LOCATION-BASED DM: TEXT (SITUATION 7, Q8
Context
Scenario Description
SEARCH: TEXT ADS (SITUATION 8, Q9)
Context
Scenario Description
VOICE AD ON HOLD (SITUATION 9, Q10)
Context
Scenario Description
MOBILE SITES: DISPLAY ADS (SITUATION 10, Q11)
Context
Scenario Description
RESPONDENT PROFILE
SURVEY REQUIREMENTS
TARGETING CRITERIA
SCREENING: RATIONAL AND QUESTION
LEVEL OF MOBILE USAGE
DEMOGRAPHICS
ANALYSIS
COMPARATIVE ACCEPTABILITY OF DIFFERENT MOBILE ADS
Approach: Ranking Method & Rationale
Results
Survey Insight
OVERALL RECEPTIVENESS TOWARDS MOBILE ADVERTISING
Approach
Results
Survey Insight
AD-SUPPORTED MOBILE SERVICES
Market Receptiveness
Market Introduction Considerations
SURVEY RESULTS
SURVEY QUESTIONNAIRE




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